CHAPTER I

INTRODUCTION

1.1 Description of the Problem

In Indonesia, especially in Jogjakarta there are many restaurant that offer many kind of
foods which is owned by personal or group. One example of the personal is SGPC Bu Wiryo.
SGPC Bu Wiryo established in 1959, by married couples Dario and Suyati who have family
names Wiryo soenarto. At the time it was set up stalls located on the east Auditorium of UGM.
In 1994 the location of the shop is shifted to Jalan Agro CT VIII, Sleman, north Sewers
Mataram. Pecel, one of the typical culinary Jogja. Has the character of boiled vegetables,
usually consisting of bean sprouts, kale, spinach, beans and other spices soaked typical pecel
made from beans. SGPC itself is an abbreviation of the word Sego Pecel (Rice Pecel).
Seasoning dough pecel fitting a mainstay of places to eat this one, spices peanut indeed
serving sweet and spicy flavors that are perfectly integrated so as to make its own distinctive
flavor. SGPC Bu Wiryo still maintaining a simple construction, long tables and benches made
of wood filled the stalls lined up, more and gives a strong impression that the SGPC Bu Wiryo
understated and remains consistent inherit traditional culture. In addition there is also a music
group that is ready to entertain you when to stop in this shop by playing pop songs and folk
songs. As the name implies, the main menu is of course sego stalls and pecel (rice and pecel).
Not sego pecel that we usually encounter, but sego pecel specials with special seasoning
dressing anyway. We may be surprised, because it was not until 2-3 minutes menu we ordered
ready to eat. Speed and alacrity waiter is preferred to appreciate the arrival of visitors. For the
price we need not worry, because for a very affordable price.
Modernity with technological advances will result in a very tight competition to
acquire and retain customers. Consumption patterns and lifestyles of customers demanding the
company is able to provide a quality service and it will related with costumer behavior.

Consumer behavior considers the many reasons why personal, situational, psychological, and
social-people shop for products, buy and use them, and then dispose of them. Quality is the
starting point in taking market share so that the level of satisfaction is not only maintained but
also need to be improved to deal with increasingly fierce competition.
Studying peoples buying habits isnt just for big companies, though. Even small
businesses and entrepreneurs can study the behavior of their customers with great success. In
every company or firm that has a product, their goal is about customer satisfaction. Customer
satisfaction is a key factor in formation of customers desire for the future purchase . So if
customer satisfied with our product, even service or physical, customer will come and
purchased the product to our company more and more. Some businesses, including a growing
number of startups, are using blogs and social networking Web sites to gather information
about their customers at a low cost.
Generally, Customers is differing with the consumer, can be regarded as a customer if
the person starts getting used to purchase products or services offered by a business entity.
Habits can be built through repeated purchases within a certain period, if within a certain time
does not make the purchase again then that person cannot be said as a customer but as a buyer
or consumer. Customer satisfaction will also be met if the service provider is able to examine
the specific criteria of each service to be provided to the consumer (Anung Pramudyo, 2012).
Economic progress and education, has resulted in wider choices. With today's changing
lifestyles, consumers tend to eat in a place with considering cleanliness, service, facilities,
favor, and comfortable ambiance.
.In order to know whether customer is satisfied or not, we conduct observation with
Cluster Sampling method. Clustering is the task of grouping a set of objects in such a way that
objects in the same group (called a cluster) are more similar (in some sense or another) to each
other than to those in other groups (clusters). It is a main task of exploratory data mining, and
a common technique for statistical data analysis. Cluster also one of multivariate techniques
used in data mining, which has objective to identify a set of object with certain similar
characteristics that could be separated with the other groups of objects, such that those within

each group are more closely related (homogeny) to one another than object assigned to
different group.
Based on the Journal of Dyah, Herdiana, the different with the research before is in
analisys of the cluster is from the characteristic of the object which is another Restaurant that
has capability to considering the quality of the product that can be implement in the RM
Warung Kuning Surabaya. In the research before also mentioned about the method of analysis
MANOVA (Multivariate Anova) that has objectives to test the similar vector from the average
of dependent variable in a group.
1.2 Problem Formulation
In this study the problem is formulated as follows:
1. What indicators that significantly affect the observed variables in this study especially
in SGPC Bu Wiryo?
2. How much and how the characteristics of each cluster is formed based on the quality
questionnaire?
1.3 Research Objectives
The research objective of this research is:
1. To know the indicators that significantly affects the observed variables (adjusted with a

variable in the case study, respectively).

2. To determine the number and shape of the characteristics of each cluster is formed.

CHAPTER II
LITERATURE REVIEW

2.1 Deductive Study

Cluster analysis or clustering is the task of grouping a set of objects in such a way that
objects in the same group (called a cluster) are more similar (in some sense or another) to each
other than to those in other groups (clusters). Cluster analysis itself is not one
specific algorithm, but the general task to be solved. It can be achieved by various algorithms
that differ significantly in their notion of what constitutes a cluster and how to efficiently find
them. Number of groups that could be identified depends on the quantity and variation of
object data. The aim of forming clusters is for further analysis and interpretation in accordance
to the objective of the research. Cluster solution, in a whole, depends on the variables, which
are used as the basic to measure similarity. Addition or reduction to relevant variables can
influence the substance as a result of cluster analysis.
There are several steps for conducting cluster analysis that are;
1)
2)
3)
4)
5)
6)

Objectives of cluster analysis.

Research design in cluster analysis.
Assumption in cluster analysis.
Process to get the clusters and measuring the overall feasibility (Overall Fit).
Interpretation toward cluster.
Validation process and making clusters profile.

There are two techniques in cluster method, Hierarchical and Non-hierarchical method.
Hierarchical method is a clustering technique, which form hierarchy construction or based on
certain stage like tree structure (match structure). The grouping process was done stage by
stage.
In data mining, hierarchical clustering is a method of cluster analysis which seeks to build
a hierarchy of clusters. Strategies for hierarchical clustering generally fall into two types:

Agglomerative: This is a "bottom up" approach: each observation starts in its own

cluster, and pairs of clusters are merged as one moves up the hierarchy.
Divisive: This is a "top down" approach: all observations start in one cluster, and splits
are performed recursively as one moves down the hierarchy.
Different with the hierarchical method, the procedure of non-hierarchical method (K-

means clustering) is started with determining a desirable number of initial clusters and then the
objects are joined to those clusters. There several procedure in non-hierarchical method that
are;
1) Sequential threshold procedure
2) Parallel threshold procedure
3) Optimizing
In the present study observed object is the quality of the Restaurant. The location of restaurant
is located Jalan Agro CT VIII, Klebengan, Sleman, DIY named SGPC Bu Wiryo. Located in
the strategic place make SGPC Bu Wiryo became the main destination for them who want buy
some product there. With today's changing lifestyles, consumers tend to eat in a place with
considering cleanliness, service, facilities, favor, and comfortable ambiance. So we include
those variables to differentiate each cluster in order to get the information that needed from
customer.

Customer buying resistance one factor that is essential for a company to beable to
continue to run their business , especially if the company is engaged in the service.
Competition restaurant and catering business becomes increasingly tight , this can be seen
with many emerging new restaurant and catering that offers features and uniqueness of each
and causing consumers more selective in choosing the restaurant and catering as desired.
Restaurant and catering which has a long-standing need to be able to compete, so as not to lose
customers . It is therefore necessary to design an enterprise service that customers purchase
the right so that resistance can be increased , which in turn will positively impact the
development and progress of the company.

According to (Berry 2006) there is a well-developed literature in IO on product quality in

market equilibrium that we can draw on to motivate the empirical illustrations in this paper.
We informally review and illustrate that theory here; To address the issues in this paper, we
begin with a simple vertical quality model. Suppose that the utility to consumer i of product j
is.

where j is product quality and pj is price. Note that we have assumed away income effects,
and utility is measured in dollars, so that i is the consumers willingness-to-pay for quality.
We assume that i is distributed on the interval (0,) so that there are some consumers with
arbitrary high s who will pay for an increase in quality to any level. We also assume that
there is a outside good of quality zero, available at a price of zero (which is the marginal
cost of a zero quality good.)
2.2 Inductive Study
Based on the Journal of Dyah, Herdiana, the different with the research before is in
analisys of the cluster is from the characteristic of the object which is another Restaurant that
has capability to considering the quality of the product that can be implement in the RM
Warung Kuning Surabaya. In the research before also mentioned about the method of analysis
MANOVA (Multivariate Anova) that has objectives to test the similar vector from the average
of dependent variable in a group. While our research is using hierarchical clustering algorithm
and the analysis is from the customer who willing to visit the resturant. In hierarchical
clustering algorithm, which clusters are in the upper level (intermediate level) form other
clusters can be obtained by combining two clusters are at the level below it. The overall results
of the hierarchical clustering algorithm can be described graphically as at tree. Called a
dendrogram (Tan, 2006). Dendrogram itself is a tree diagram frequently used to illustrate the
arrangement of the clusters produced by hierarchical clustering. Dendrogram are often used
in computational biology to illustrate the clustering of genes or samples. The data that can be

use in dendrogram from our research is come from the cluster of the customers which tend to
eat in RM SGPC Bu Wiryo recently. The figure of these methods is:

Figure 2.1 Dendrogram Tree Diagram Interface

CHAPTER III
RESEARCH METHOD

3.1 Object of the Research

In the present study observed object is the quality of the Restaurant. The location of
restaurant is located Jalan Agro CT VIII, Klebengan, Sleman, DIY named SGPC Bu Wiryo.

Located in the strategic place make SGPC Bu Wiryo became the main destination for them
who want buy some product there.
3.2 Collecting Data Method
The method used for data collection in this study was the questionnaire. Questionnaires
were administered in the form of multiple choices regarding personal data of respondents
rating scale and the variable quality of some of SGPC Bu Wiryo in Jalan Agro CT VIII,
Klebengan, Sleman, DIY. Questionnaire was filled in by the respondent, the person who eating
in SGPC Bu Wiryo.
3.3 Data Selection
a. Primary
Collecting data method can get directly with spreading the questionnaire to the customers.
Method that used by researcher is Cluster. From observation we set the RM SGPC Bu
Wiryo as the observation place and directly research at there. From the questionnaire, we
get the result of customers profile which is visit RM. SGPC Bu Wiryo.
b. Secondary
This secondary collecting data method is using literature from the Cluster practicum
module and journal. Then we took a reason of choosing attributes of quality dimension
based on the journal of (Susanti, 2013).
3.5 Flowchart
Herewith the flowchart process based on our research in the RM SGPC Bu Wiryo:

Figure 3.1 Flowchart process of the research

CHAPTER IV
RESULT AND DISCUSSION
4.1. Selection of Indicator Variables
In this case the researcher talk about quality in RM. SGPC Bu Wiryo. From the journal, we got
some variables, there are:
1. Cleanliness
Quality of cleanliness will encourage consumers to establish a close relationship with
the restaurant. Consumer satisfaction will ultimately create consumer loyalty to a
company that provides a satisfactory quality of their facilities (Susanti, 2013)
2. Service
Because of the service can improve customer satisfaction. Quality of service is included
in the inseparability characteristics in services, therefore one way of improving the
quality of the waitress is through recruitment through better selection and training of
employees. (Susanti, 2013)
3. Facilities
It also affects consumers in layout of the room to be interested in a restaurant for adding
consumers satisfaction when all consumers eating their food (Susanti, 2013)
4. Favor.
It also affects consumers to be interested in a restaurant and also influence consumer
behavior restaurants (Susanti, 2013)
5. Comfortable ambiance
Ambience can be seen from how the interior design and exterior. Because the
restaurant RM. SGPC Bu Wiryo positioned as a family restaurant, the ambiance which
are presented in the matter is a family atmosphere (Susanti, 2013)

4.2. Summary of Questionnaire Results

Table 4.2.1 Summary of Questionnaire
Comfortable
name

Gender Age
Job
36 years

partiyah

Female

old
26-35

desti

Female

old
Other job
36 years Office

tugiyati

Female

old
26-35

cecil

Female

old
26-35

dila

Female

old

retno

Female

25 years old

amoy

Intensities

Cleanliness Service

Facilities

Favor
ambiance
strongly strongly

agree

agree
not

not agree

agree

times

agree

agree
not

not agree
strongly

agree
agree
strongly strongly

employees
years Government

Often
Several

agree

agree
agree
strongly strongly

agree
agree
strongly strongly

employees
years Office

times
Several

agree
strongly

agree
agree
strongly strongly

agree
agree
strongly strongly

employees

times

agree

agree
not

agree

agree
agree
strongly strongly

Other job

Seldom
Several

agree
strongly

agree
not

agree

agree

Female

25 years old Other job

36 years

times
Several

agree

agree

not agree
strongly

agree
agree
strongly strongly

marwah

Female

old
26-35

not agree

agree
agree
strongly

agree
agree
strongly strongly

vicky

Female

old

agree

agree
not

agree

agree

dina
maya

Female
Female

25 years old Other job

Often
26-35 years Entrepreneurship Often

agree
not agree

agree
agree

not agree
agree

agree
agree
strongly strongly

Entrepreneurship Often
years
Several

Entrepreneurship times
years Office
employees

Often

agree
strongly

agree

agree
strongly

Comfortable
name

Gender Age
Job
old
36 years

Intensities

Cleanliness Service

Facilities

Favor
ambiance
agree
agree
strongly strongly

strongly

yuni

Female

old

Entrepreneurship Seldom

agree

agree

agree
strongly

agree
agree
strongly

annisa

Female

25 years old

Other job

Often
Several

agree

agree

agree

agree
agree
strongly strongly

reza

Male

25 years old Other job

26-35 years Government

times
Several

not agree

agree
agree
strongly strongly

agree

agree

lina

Female

old

employees

times
Several

agree

agree

agree

agree

agree
strongly

harwanto

Male

25 years old

Entrepreneurship times
Several

agree

agree
not

not agree

agree

agree
strongly

jati

Male

25 years old Entrepreneurship times

26-35 years

agree

agree

agree

agree

agree
strongly

wijang

Male

old
26-35

Entrepreneurship Often

agree

agree
not

not agree

years

agree
agree
strongly strongly

Entrepreneurship Often
years Office

agree

agree
not

agree

agree
agree
strongly strongly

agree
agree

agree
agree
agree
agree
strongly strongly

singgih

Male

old
26-35

yudha
andreas

Male
Male

old
25 years old

employees
Other job
Office

Seldom
Seldom

agree
agree

agree
agree
not

tommy

Male

25 years old employees

36 years Office

Seldom

agree

agree
agree
strongly strongly

agree
agree
strongly strongly

old

Often

agree

agree

agree

sulistyowati Male

employees

agree

agree

Comfortable
name

Gender Age
26-35

Job

Intensities

years

Cleanliness Service
not

Facilities

Favor
ambiance
strongly strongly

fantri

Male

old
Entrepreneurship Seldom
36 years

agree

agree
not

agree

agree
agree
strongly strongly

wawan

Male

old
26-35

Entrepreneurship Often
years Government

agree

agree
not

agree

agree

danto

Male

old
26-35

employees
years Office

Seldom

agree

agree
not agree
strongly strongly

agree
agree
strongly strongly

egi

Male

old
26-35

employees

Seldom

agree

years

agree
strongly

agree
strongly

agree
agree
strongly strongly

Entrepreneurship Seldom
years Office

agree

agree
not

agree

agree

not agree
strongly

agree
agree
strongly strongly

agree
strongly

dalmindi

Male

old
26-35

agree

sugeng

Male

old
employees
36 years

Often

agree

agree

garindra

Male

old

Other job

Seldom

agree

agree
agree
strongly

agree
agree
strongly strongly

rizky

Male

25 years old Other job

36 years

Seldom

agree

agree

agree
strongly

agree

hardi
budianto

Male
Male

old
Entrepreneurship Often
25 years old Other job
Seldom
26-35 years Office
Several

agree
agree

agree
agree
not

agree
agree

agree
agree
agree
agree
strongly

baerozi

Male

old
26-35

employees
years Government

times
Several

agree

agree
not

agree

agree
not agree
strongly strongly

sharno
yanto

Male
Male

old
26-35

employees
years Government

times
Several

agree
agree

agree
agree

agree
not agree

agree
agree
strongly strongly

agree
strongly

Comfortable
name

Gender Age
old
26-35

Job
employees
years Government

Intensities
times
Several

Cleanliness Service

Facilities

strongly strongly

Favor
ambiance
agree
agree
strongly strongly

kusno

Male

old
employees
36 years Government

times

agree

agree

agree
strongly

agree
agree
strongly

anggarista

Male

old
26-35

Often
Several

agree

agree

agree
strongly

agree
not agree
strongly strongly

dicky

Male

old
employees
36 years Government

times

agree

agree

agree
strongly

agree
agree
strongly strongly

tito

Male

old
26-35

Often
Several

agree

agree
not

agree

agree
agree
strongly strongly

ikhsanudin

Male

old

times

agree

agree

not agree

agree

Gender

employees
years Government

employees
years Government
employees

: 1. Male
2. Female

Age

: 1. 25 years old
2. 26-35 years old
3. 36 years old

Job

: 1. Entrepreneurship
2. Office employees
3. Government employees
4. Other Job

Variable

: 1. Strongly agree
2. Agree
3. Not agree
4. Strongly disagree

agree

Intensities

: 1. Seldom
2. Several times
3. Often

4.3. Output and Analysis of Dendrogram

Figure 4.1 Single Linkage Dendrogram

How to read and divide the name to entire cluster is cutting off in some distance. In the
distance of five, we cut then we get who will get into cluster 1 and 2. Then in the distance of
15 we get who will get into cluster 3. Then again, in the distance of 15 we get who will get
into cluster 4. Then in the distance of 25, we get who will get into cluster 5.
4.4. Variable Crosstab Result
4.4.1 Cleanliness

Cleanliness Extremely
Agree
Agree
Not Agree
Total

4.2 Cleanliness Crosstab

cluster
1.00
2.00
3.00
0
2
0

4.00
2

5.00
0

Total
4

Count
% of Total 0.0%

4.9%

0.0%

4.9%

0.0%

9.8%

Count
% of Total
Count
% of Total
Count
% of Total

4
9.8%
3
7.3%
9
22.0%

13
31.7%
0
0.0%
13
31.7%

10
24.4%
0
0.0%
12
29.3%

4
9.8%
0
0.0%
4
9.8%

34
82.9%
3
7.3%
41
100.0%

3
7.3%
0
0.0%
3
7.3%

From the result of crosstab of Cleanliness can be described as in cluster 1, we have 0

extremely agree with a percentage 0%, 3 agree with a percentage 7.3%, and 0 not agree with a
percentage 0.0%.
In cluster 2, we have 2 extremely agree with a percentage 4.9%, 4 agree with a
percentage 9.8%, and 3 not agree with a percentage 7.3%.
In cluster 3, we have 0 extremely agree with a percentage 0%, 13 agree with a
percentage 31.7%, and 0 not agree with a percentage 0.0%.
In cluster 4, we have 2 extremely agree with a percentage 4.9%, 10 agree with a
percentage 24.4%, and 0 not agree with a percentage 0.0%.
In cluster 5, we have 0 extremely agree with a percentage 0%, 4 agree with a
percentage 9.8%, and 0 not agree with a percentage 0.0%.
4.4.2 Service
4.3 Service Crosstab
cluster
1.00
2.00
3.00

4.00

5.00

Total

Service

Extremely
Agree
Agree
Not Agree

Total

Count
0
% of Total 0.0%

0.0%

14.6%

2.4%

2.4%

19.5%

Count
% of Total
Count
% of Total
Count
% of Total

8
19.5%
1
2.4%
9
22.0%

0
0.0%
7
17.1%
13
31.7%

4
9.8%
7
17.1%
12
29.3%

2
4.9%
1
2.4%
4
9.8%

17
41.5%
16
39.0%
41
100.0%

3
7.3%
0
0.0%
3
7.3%

In cluster 1, we have 0 extremely agree with a percentage 0%, 3 agree with a

percentage 7.3%, and 0 not agree with a percentage 0.0%.
In cluster 2, we have 0 extremely agree with a percentage 0%, 8 agree with a
percentage 19.5%, and 1 not agree with a percentage 2.4%.
In cluster 3, we have 6 extremely agree with a percentage 14.6%, 0 agree with a
percentage 0%, and 7 not agree with a percentage 17.1%.
In cluster 4, we have 1 extremely agree with a percentage 2.4%, 4 agree with a
percentage 9.8%, and 7 not agree with a percentage 17.1%.
In cluster 5, we have 1 extremely agree with a percentage 2.4%, 2 agree with a
percentage 4.9%, and 1 not agree with a percentage 2.4%.
4.4.3 Facilities

Facilities

Extremely
Agree
Agree
Not Agree

Total

4.4 Facilities Crosstab

Cluster
1.00
2.00
3.00
3
6
4

4.00
1

5.00
1

Total
15

Count
% of Total 7.3%

14.6%

9.8%

2.4%

2.4%

36.6%

Count
% of Total
Count
% of Total
Count
% of Total

3
7.3%
0
0.0%
9
22.0%

9
22.0%
0
0.0%
13
31.7%

1
2.4%
10
24.4%
12
29.3%

3
7.3%
0
0.0%
4
9.8%

16
39.0%
10
24.4%
41
100.0%

0
0.0%
0
0.0%
3
7.3%

From the result of crosstab of facilities can be described as:

In cluster 1, we have 3 extremely agree with a percentage 7.3%, 0 agree with a percentage 0%,
and 0 not agree with a percentage 0.0%.
In cluster 2, we have 6 extremely agree with a percentage 14.6%, 3 agree with a percentage
7.3%, and 0 not agree with a percentage 0.0%.
In cluster 3, we have 4 extremely agree with a percentage 9.8%, 9 agree with a percentage
22.0%, and 0 not agree with a percentage 0%.
In cluster 4, we have 1 extremely agree with a percentage 2.4%, 1 agree with a percentage
2.4%, and 10 not agree with a percentage 24.4%.
In cluster 5, we have 1 extremely agree with a percentage 2.4%, 3 agree with a percentage
7.3%, and 0 not agree with a percentage 0.0%.
4.4.4 Favor

Favor Extremely
Agree
Agree

Total

Count
%
of

4.5 Favor Crosstab

cluster
1.00
2.00
3.00
3
8
13

7.3%
Total
Count
0
%
of
0.0%
Total
Count
3
%
of
7.3%
Total

4.00
4

5.00
1

Total
29

19.5%

31.7%

9.8%

2.4%

70.7%

12

2.4%

0.0%

19.5%

7.3%

29.3%

13

12

41

22.0%

31.7%

29.3%

9.8%

100.0%

From the result of crosstab of Favor can be described as in cluster 1, we have 3

extremely agree with a percentage 7.3%, 0 agree with a percentage 0%, and 3 not agree with a
percentage 7.3%.
In cluster 2, we have 8 extremely agree with a percentage 19.5%, and 1 agree with a
percentage 2.4%.
In cluster 3, we have 13 extremely agree with a percentage 31.7%, and 0 agree with a
percentage 0%.

In cluster 4, we have 4 extremely agree with a percentage 9.8%, and 8 agree with a
percentage 19.5%.
In cluster 5, we have 1 extremely agree with a percentage 2.4%, and 3 agree with a
percentage 7.3%.
4.4.5 Comfortable Ambiance
4.6 Comfortable Ambiance Crosstab
cluster
Comfortable
Ambiance

1.00

2.00

3.00

4.00

5.00

Total

13

10

33

Extremely
Agree

Count

% of Total 7.3%

17.1%

31.7%

24.4%

0.0%

80.5%

Agree

Count

% of Total 0.0%

2.4%

0.0%

4.9%

7.3%

14.6%

Count

% of Total 0.0%
Count
3

2.4%
9

0.0%
13

0.0%
12

2.4%
4

4.9%
41

% of Total 7.3%

22.0%

31.7%

29.3%

9.8%

100.0%

Not Agree
Total

0
0

From the result of crosstab of Favor can be described as in cluster 1, we have 3

extremely agree with a percentage 7.3%, 0 agree with a percentage 0%, and 0 not agree with a
percentage 0%.
In cluster 2, we have 7 extremely agree with a percentage 17.1%, 1 agree with a
percentage 2.4%, and 1 not agree with a percentage 2.4%.
In cluster 3, we have 13 extremely agree with a percentage 31.7%, 0 agree with a
percentage 0%, and 0 not agree with a percentage 0%.
In cluster 4, we have 10 extremely agree with a percentage 24.4%, 2 agree with a
percentage 4.9%, and 0 not agree with a percentage 0%.
In cluster 5, we have 0 extremely agree with a percentage 0%, 3 agree with a percentage
7.3%, and 1 not agree with a percentage 2.4%.

4.5 Results Crosstab Variable Profiling

4.5.1

Gender

Gender * Profile
Table 4.7 Gender crosstab
Cluster
1.00
2.00
3.00
Count
3
4
10
% of Total 7.3%
9.8%
24.4%
Count
0
5
3
% of Total 0.0%
12.2%
7.3%
Count
3
9
13
% of Total 7.3%
22.0%
31.7%

Male
Female

Total

4.00
7
17.1%
5
12.2%
12
29.3%

5.00
3
7.3%
1
2.4%
4
9.8%

From the result of crosstab of gender can be described as in cluster 1, we have 3 male
with a percentage 7.3% and 0 female with a percentage 0.0%.
In cluster 2, we have 4 male with percentage 9.8% and 5 female with a percentage
12.2%.
In cluster 3, we have 10 male with a percentage 24.4% and 3 female with a percentage
7.3%.
In cluster 4, we have 7 male with a percentage 17.1% and 5 female with a percentage
12.2%.
In cluster 5, we have 3 male with percentage 7.3% and 1 female with percentage 2.4%.

4.5.1

Age

<=25

Age * Profile

Count
%
of

Table 4.8 Age crosstab

cluster
1.00
2.00
3.00
4.00
0
2
3
4

0.0%
Total
26-35 Count
1
%
of
2.4%
Total
>=36 Count
2

5.00
2

Total
11

4.9%

7.3%

9.8%

4.9%

26.8%

20

4.9%

19.5%

17.1%

4.9%

48.8%

10

Total
27
65.9%
14
34.1%
41
100.0%

of

4.9%
Total
Count
3
%
of
7.3%
Total

Total

12.2%

4.9%

2.4%

0.0%

24.4%

13

12

41

22.0%

31.7%

29.3%

9.8%

100.0%

In cluster 1, we have 0 people less than 25years old with a percentage 0.0%; 1 people
between 26-35 years old with a percentage 2.4 %; 2 people more than 36 years old with a
percentage 7.3%.
In cluster 2, we have 2 people less than 25 years old with a percentage 4.9 %; 2 people
between 26-35 years old with a percentage 4.9%; 5 people more than 36 years old with a
percentage 12.2%.
In cluster 3, we have 3 people less than 25 years old with a percentage 7.3%; 8 people
between 26-35 years old with a percentage 19.5%; 2 people more than 36 years old with a
percentage 4.9%.
In cluster 4, we have 4 people less than 25 years old with a percentage 9.8%; 7 people
between 26-35 years old with a percentage 17.1%; 1 people more than 36 years old with a
percentage 2.4%.
In cluster 5, we have 2 people less than 25 years old with a percentage 4.9%; 2 people
between 26-35 years old with a percentage 4.9%; 0 people more than 36 years old with a
percentage 0%.
4.5.2

Job

Job * Profile
Table 4.9 Job crosstab
cluster
1.00
2.00
3.00
Entrepreneurship Count
0
5
3
% of Total 0.0%
12.2%
7.3%
Office
Count
0
1
5
% of Total 0.0%
2.4%
12.2%
employees
Government
Count
2
1
3
% of Total 4.9%
2.4%
7.3%
employees
Other jobs

Count

4.00
4
9.8%
2

5.00
0
0.0%
1

Total
12
29.3%
9

4.9%

2.4%

22.0%

4.9%

2.4%

22.0%

11

% of Total 2.4%
Count
3
% of Total 7.3%

Total

4.9%
9
22.0%

4.9%
13
31.7%

9.8%
12
29.3%

4.9%
4
9.8%

26.8%
41
100.0%

From the result of crosstab of jobs can be described as:

In cluster 1, we have 0 job entrepreneurship with percentage 0.0%; 0 job office employees
with a percentage 0.0%; 2 job Government employees with a percentage 4.9%; 1 job other
with a percentage 2.4%.
In cluster 2, we have 5 job entrepreneurship with percentage 12.2%; 1 job office employees
with a percentage 2.4%; 1 job Government employees with a percentage 2.4%; 2 job other
with a percentage 4.9%.
In cluster 3, we have 3 job entrepreneurship with percentage 7.3%; 5 job office employees
with a percentage 12.2%; 3 job Government employees with a percentage 27.3%; 2 job other
with a percentage 4.9%.
In cluster 4, we have 4 job entrepreneurship with percentage 9.8%; 2 job office employees
with a percentage 4.9%; 2 job Government employees with a percentage 4.9%; 4 job other
with a percentage 9.8%.
In cluster 5, we have 0 job entrepreneurship with percentage 0.0%; 1 job office employees
with a percentage 2.4%; 1 job Government employees with a percentage 2.4%; 2 job other
with a percentage 4.9%.

4.5.3

Intensities * Profile

Table 4.10 Intensities crosstab

Cluster
1.00
2.00
3.00
Intensities Seldom
Count
1
2
6
% of Total 2.4%
4.9%
14.6%
Several times Count
1
2
3
% of Total 2.4%
4.9%
7.3%
Often
Count
1
5
4
% of Total 2.4%
12.2%
9.8%
Total
Count
3
9
13
% of Total 7.3%
22.0%
31.7%

4.00
1
2.4%
7
17.1%
4
9.8%
12
29.3%

5.00
2
4.9%
2
4.9%
0
0.0%
4
9.8%

Total
12
29.3%
15
36.6%
14
34.1%
41
100.0%

From the result of crosstab of gender can be described as in cluster 1, we have 1

seldom intensity with a percentage 2.4%; 1 several times intensity with a percentage 2.4%; 1
often intensity with percentage 2.4%.
In cluster 2, we have 2 seldom intensity with a percentage 4.9%; 2 several times
intensity with a percentage 4.9%; 5 often intensity with percentage 12.2%.
In cluster 3, we have 6 seldom intensity with a percentage 14.6%; 3 several times
intensity with a percentage 7.3%; 4 often intensity with percentage 9.8%.
In cluster 4, we have 1 seldom intensity with a percentage 2.4%; 7 several times
intensity with a percentage 17.1%; 4 often intensity with percentage 9.8%.
In cluster 5, we have 2 seldom intensity with a percentage 4.9%; 2 several times
intensity with a percentage 4.9%; 0 often intensity with percentage 0.0%.
4.6 Characteristics of Each Cluster
To divide the entire customers into some clusters,
a. Requirement in cluster 1 are: The first clusters are dominated with male (7.3%)
population in this cluster. The range of this the age is 36 years old with 4.9%

and majority is Government employees with 4.9%. The intensities in this

cluster have same range, there are: seldom, several times, and often all of them
2.4%.
b. Requirement in cluster 2 are: the second clusters female 12.2% dominated than
male, age 36 years old with 12.2%. And the profession are dominated
Entrepreneurship with 12.2%. The intensities of respondent in this cluster are
often with 12.2%.
c. Requirement in cluster 3 are: The third clusters are dominated with male with
percentage 24.4%, age between 26-35 years old (19.5%). And the profession is
dominated with Office employees (12.2%). The intensities of respondent in this
cluster are seldom with 14.6%.
d. Requirement in cluster 4 are: The fourth clusters are dominated with male
(17.1%) with age between 26-35 years old (17.1%). And the professions are
dominated same with 9.8% each of them are entrepreneurship and other jobs.
The intensities of respondent in this cluster are several times with 17.1%.
e. Requirement in cluster 5 are: The fifth clusters are dominated with male
(7.3%), ages are same between 25 years old and 26-35 years old with 4.9%.
And the profession is dominated with other jobs (4.9%). The intensities of
respondent in this cluster are same with 4.9% each of them are seldom and
several times.
We use squared Euclidean distance from dendrogram graphic using single linkage, and
then we got the result below:

Table 4.12 Recapitulation Cluster from Dendrogram

Cluster 1
1. Garindra

Cluster 2
1. Tugiyati

Cluster 3
1. Wawan

Cluster 4
1. Partiyah

Cluster 5
1. Lina

2. Dicky

2. Marwah

2. Sharno

2. Yanto

2. Andreas

3. Tito

3. Maya

3. Fantri

3. Ikhsanudin

3. Budianto

4. Yuni

4. Tommy

4. Harwanto

4. Baerozi

5. Annisa

5. Yudha

5. Wijang

6. Reza

6. Singgih

6. Dina

7. Dalmindi

7. Retno

7. Danto

8. Hardi

8. Vicky

8. Desti

9. Anggarista

9. Rizky

9. Sugeng

10. Egi

10. Jati

11. Kusno

11. Amoy

12.Sulistyowati

12. Dila

13. Cecil

4.7 Consumer response to the variable

1. Cluster 1: Garindra, Dicky, and Tito because they fulfill requirement in cluster 1 and the
requirement are: The first clusters are dominated with male (7.3%) population in this cluster.
The range of this the age is 36 years old with 4.9% and majority is Government employees
with 4.9%. The intensities in this cluster have same range, there are: seldom, several times,
and often all of them 2.4%.
2. Cluster 2: Tugiyati, Marwah, Maya, Yuni, Annisa, Reza, Dalmindi, Hardi, and Anggarista
because they fulfill requirement in cluster 2 and the requirement are: the second clusters
female 12.2% dominated than male, age 36 years old with 12.2%. And the profession are
dominated Entrepreneurship with 12.2%. The intensities of respondent in this cluster are often
with 12.2%.
3. Cluster 3: Wawan, Sharno, Fantri, Tommy, Yudha, Singgih, Retno, Vicky, Rizky, Egi,
Kusno, Sulistyowati, and Cecil because they fulfill requirement in cluster 3 and the
requirement are: The third clusters are dominated with male with percentage 24.4%, age

between 26-35 years old (19.5%). And the profession is dominated with Office employees
(12.2%). The intensities of respondent in this cluster are seldom with 14.6%.
4. Cluster 4: Partiyah, Yanto, Ikhsanudin, Harwanto, Wijang, Dina, Danto, Desti, Sugeng, Jati,
Amoy, and Dila because they fulfill requirement in cluster 4 and the requirement are: The
fourth clusters are dominated with male (17.1%) with age between 26-35 years old (17.1%).
And the professions are dominated same with 9.8% each of them are entrepreneurship and
other jobs. The intensities of respondent in this cluster are several times with 17.1%.
5. Cluster 5: Lina, Baerozi, Andreas, and Budianto because they fulfill requirement in cluster 5
and the requirement are: The fifth clusters are dominated with male (7.3%), ages are same
between 25 years old and 26-35 years old with 4.9%. And the profession is dominated with
other jobs (4.9%). The intensities of respondent in this cluster are same with 4.9% each of
them are seldom and several times.
4.8 Benefit Knowledge of Cluster formed for the research object (the object of study in
accordance with the study case location)
Cluster analysis is the organization of a collection of patterns into groups (clusters)
based on the similarity. The patterns in a cluster will have the same characteristics / properties
than the patterns in the other cluster. Clustering methodology is more suitable for the
exploration of the relationship among the data to make an assessment of the structure.
From the result of the choosen cluster we can take the advantage which is:
1. Understand the customer satisfaction.
2. Understand customer demand.
3. Identify the improvement of product in SGPC Bu Wiryo.
According to the journal of Dyah, Herdiana the reason why we choose the variable
cleanliness, service, facilities, favor, and comfortable ambiance is to know the reason whether
customers just wanted to try but did not want to go back again or not,
to determine the variables products and services (restaurants) that need to be improved so that
customers purchasing resilience and increased the number of recommendations, and to find
the right marketing strategy that can increase resilience to buy and the number of
recommendations undertaken to implement in the restaurant by improving the quality of the
product which offered in RM SGPC Bu Wiryo

2. The biggest score of clusters is cluster one which have 31.7% domination than other cluster
with the characteristic of male, 26-35years old, office employee, and have seldom intensity
going to the Restaurant SGPC Bu Wiryo.

CHAPTER V
CONCLUSION AND RECOMMENDATION
5.1. Conclusion
1. What indicators that significantly affect the observed variables in this study?

There are some variables that can use as the variables to know the customers satisfaction,
which are:
a) Cleanliness
It also affects consumers to be interested in a new restaurant and also influence
consumer behavior restaurants. This needs to get more attention because if cleanliness is
not maintained then consumers will be reluctant to visit again in the RM. SGPC Bu
Wiryo (Susanti, 2013)
b) Service
Because of the service can improve customer satisfaction. Quality of service is included
in the inseparability characteristics in services, therefore one way of improving the
quality of the waitress is through recruitment through better selection and training of
employees. (Susanti, 2013)
c) Facilities
It also affects consumers in layout of the room to be interested in a restaurant for adding
consumers satisfaction when all consumers eating their food (Susanti, 2013)
d) Favour.
It also affects consumers to be interested in a restaurant and also influence consumer
behavior restaurants (Susanti, 2013)
e) Comfortable ambiance
Ambience can be seen from how the interior design and exterior. Because the
restaurant RM. SGPC Bu Wiryo positioned as a family restaurant, the ambiance which
are presented in the matter is a family atmosphere (Susanti, 2013)
2. How much and how the characteristics of each cluster is formed?
From the dendrogram we can decide the cluster formed. There are :
a) 1stCluster

: Garindra, Dicky, Tito

b) 2ndCluster

: Tugiyati, Marwah, Maya, Yuni, Annisa, Reza, Dalmindi,

Hardi, Anggarista

c) 3rdCluster
d) 4th Cluster
e) 5th Cluster

: Wawan, Sharno, Fantri, Tommy, Yudha, Singgih, Retno,

Vicky, Rizky, Egi, Kusno, Sulistyowati, Cecil
: Partiyah, Yanto, Ikhsanudin, Harwanto, Wijang, Dina, Danto,
Desti, Sugeng, Jati, Amoy, Dila
: Lina, Baerozi, Andreas, Budianto

The characteristic of each cluster is:

a. 1stCluster

: The first clusters are dominated with male (7.3%) population in

this cluster. The range of this the age is 36 years old with 4.9% and majority is
Government employees with 4.9%. The intensities in this cluster have same range,
there are: seldom, several times, and often all of them 2.4%.
b. 2ndCluster
: the second clusters female 12.2% dominated than male, age
36 years old with 12.2%. And the profession are dominated Entrepreneurship with
12.2%. The intensities of respondent in this cluster are often with 12.2%.
c. 3rdCluster
: The third clusters are dominated with male with percentage
24.4%, age between 26-35 years old (19.5%). And the profession is dominated with
Office employees (12.2%). The intensities of respondent in this cluster are seldom with
14.6%.
d. 4th Cluster

: The fourth clusters are dominated with male (17.1%) with age

between 26-35 years old (17.1%). And the professions are dominated same with 9.8%
each of them are entrepreneurship and other jobs. The intensities of respondent in this
cluster are several times with 17.1%.
e. 5th Cluster
: The fifth clusters are dominated with male (7.3%), ages are
same between 25 years old and 26-35 years old with 4.9%. And the profession is
dominated with other jobs (4.9%). The intensities of respondent in this cluster are same
with 4.9% each of them are seldom and several times.
5.2. Recommendation
1. For The Owner
By seeing the conclusion on this research, the owner can see the majority of their
customers and the jobs of them. It will help them to increase the customers satisfaction to
gain more customers, because it will impact their profit too.
2. For The Researcher
The researcher can implemented the clustering method in the real world and solve
when the problem happen.
3. For Further Research

There are many advantages using this method, clustering method. In the next research,
the researcher can use this method to identify the customers trust or use this method to
identify the others problem like segmenting the market and identifying the new product
opportunities.

REFERENCE
Susanti, Herdiana Dyah (2013) Perancangan servis untuk menentukan strategi bersaing di
rumah makan warung kuning Surabaya.
Selnes, F. (1993). An Examination of the Effect of Product Performance on Brand
Reputation, Satisfaction and Loyalty Journal of Marketing, Vol. 27 No. 9. Pp 19-35.
Pramudyo, Anung (2012), Pengaruh Citra Merek. Terhadap Loyalty Melalui Kepuasan
Sebagai Intervening JBMA Vol. 1, No 1, Agustus 2012.
Berry, Steven (2006), Product Quality and Market Size January 12.

ATTACHMENT